Volvo celebrates modern families with updated 'family parking' icons

Volvo has joined forces with Grey London to redesign the traditional family parking space icons.

Marking the launch of the Volvo V60 family estate car, the new signage looks to celebrate the diversity of modern families.

“According to the Office of National Statistics, 65% of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this,” explained Grey London creative director, Joseph Ernst.

“To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”

Conducted in partnership with Westfield London in Shepherds Bush, where the new icons can be seen, the signs go on show to coincide with this weekend’s Pride In London celebrations.